Everybody loves a good story, including your prospective clients.
In the world of sales, nobody wants to sit through a robotic pitch that feels never-ending. Instead, stories engage and build connections between consumers and the brands that they love. When there is a story behind a pitch, our brains feel closer to the one selling it—and it helps your brain’s mode of recall, allowing it to remember details better.
Let’s explore the different types of stories you can weave into your sales strategy.
The connector
Stories that are designed to connect with a prospect are personal; they share details about who you are and your journey to where you are today. The same goes for personal details about your staff and those who have played a fundamental role in the development of your company. The goal with a connection story is to humanize you and your team, revealing the real-life people behind the brand.
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The differentiator
When you tell a differentiating story, you are uncovering the part of your business that is unlike any other company in the industry. What sets you apart? How did it come about? This can include success stories about exciting past events, lessons you have learned along the way that helped you to excel, and other professional attributes that differentiate you from competitors.
The closer
The first two stories mentioned are intended to draw a prospect in, but the closer is aptly named as it closes the storytelling process and, ideally, the sale. These are the stories that displays your company values and the things you love about your customers. It turns the story around to your prospect and shows them how much you and your company value them.
It should go without saying; but avoid lying or overexaggerating in your stories at all costs. Be honest, transparent, and authentic—that’s what makes a business great. A real-life story is far better than a false one that has all the bells and whistles, so keep it believable.
Throughout the sales process, it’s important to infuse your stories and messaging with personality, passion, and proficiency. Not only are you great at what you do, but you do so with lots of energy and a smile on your face. All you have to do is tell the story behind that work ethic!
